EMMC Debuts tview Ratings System in UAE

The Emirates Media Measurement Company (EMMC) has officially launched its tview television ratings and audience measurement system in the UAE, following approval by external TAM auditors and consultants Hulks & Ruud.

EMMC is a joint venture between several broadcasters including Abu Dhabi Media, Sharjah Media, Rotana Media, and Etisalat. The Director General of the country's NMC (National Media Council), Mr Ibrahim Al Abed, is the Chairman of EMMC and the TRA's Director General Mr Mohamed Al Ghanim sits on the Board.

The new tview system, which is run by Kantar Media, provides minute-by-minute viewing data gathered from a panel of 850 households with the technology installed in their homes. Data collected includes anonymous demographic information such as such as nationality, gender, location, age and socio-economic status for viewers aged 4+.

Launched as a result of a Federal Cabinet initiative, tview is led by the NMC and the Telecommunications Regulatory Authority.

EMMC General Manager Christopher O'Hearn (pictured) comments: 'We have always understood the need for full transparency, and the endorsement of external auditors is a key milestone for the system. We have an ongoing commitment to adopt the best technical advice and will continue to subject the system to annual external audits which will be published openly and implemented by us.'

Web site: www.tview.ae .